Back in January, we shared our predictions for five top OOH trends in 2022 for the UK.
Now, we’ve looked at how these predictions have come to life this year so far, and how brands can continue to make the most of them.
Trend one: Access All Areas
With the acceleration of digital-culture adoption across all ages, we predicted Augmented Reality and mobile codes would become essential tech for brands. We’ve since seen the evolution of brand codes skyrocket and AR used widely across the advertising space.
Trend two: Real-Time Revolution
More access to real-time data and better understanding of the value programmatic OOH can deliver doesn’t just look good. Its ability to deliver truly measurable campaigns as well as relevant and effective campaigns means, in 2022, audiences and brands really can have it all.
Trend three: Location + Context = Supercharged OOH
Location and context have always been strengths of OOH. This year, more than ever, the channel’s new real-time capabilities used with classic and non-traditional formats have given audiences more of what they want, when they want it.
Trend four: Creativity is Content
Creative OOH activations really do stand out amongst the digital noise. This year, we’ve seen brands experimenting with OOH to generate digital content, bringing together traditional OOH and one-off installations. With more big events to come in the second half of this year, we’re looking forward to seeing even more creativity hit OOH and social media.
Trend five: Real-World Responsibility
Advancements in technology have meant OOH can lead the way in delivering responsible advertising. We’ve seen this largely in the products used as part of our campaigns, such as recyclable vinyl and bus wraps, as well as campaigns cleverly tailored to specific demographics, like our Tesco Ramadan creative.
Throughout the pandemic, OOH became smarter, more flexible and innovative. In 2022, OOH has been instrumental in the propulsion of creativity and development of technology – because of the way we understand real-world audience behaviours. We’re excited to see what happens next in our industry.
If you’d like to talk through any of our trends for 2022 and how your brand might take advantage, feel free to get in touch with your usual Kinetic contact.
